SKF Reintroduces Greta Garbo to Promote Frictionless Technology
Swedish industrial company SKF is leveraging AI technology to bring back the iconic actress Greta Garbo in a new marketing campaign. The initiative highlights SKF's development of magnetic bearings that can eliminate friction, addressing global energy consumption challenges where around 20% of energy use goes toward overcoming friction. SKF has also revived an innovative payment model from its early years (1919), allowing customers to finance investments through future energy savings generated by the technology. The company aims to make cutting-edge solutions more accessible and accelerate their adoption in industries such as data centers, cooling systems, and semiconductor manufacturing. The campaign is a collaboration with Greta Garbo's family and Harriet Brown & Company Inc., ensuring responsible handling of her legacy. SKF emphasizes that combining energy-efficient technology, digital intelligence, and new business models will help lower investment barriers and promote sustainable industrial practices.
Topics: AI technology friction reduction magnetic bearings sustainability